10.
typography
• The arrangement and appearance of letters
• Calligraphy • Font, typeface
• People began to pay special attention to this with the
invention of movable type, 1450
• Sometimes designers will create their own lettering
• Sometimes designers use a combination of typefaces

12.
layout
• Blueprint for how an extended work such as a
book or magazine should look
– The way a page or a pair of pages are balanced
• Using smaller and larger shapes
• Using darker and lighter colors
• Generally asymmetrical
• Looking for a visual appeal

16.
Constructivism – a graphic
design art movement after the
Russian Revolution of 1917
They had high hopes to create a
new society, wanted to make
art for the masses, not the elite.
They used bold compositions.
During the 1930s, the Soviet
gov’t abolished independent
artist groups, the gov’t
demanded all art to be clear,
easy to understand & realistic.
Poster for the 1930 film "Earth"
by the Stenberg brothers

18.
illustration
• An image created to accompany words
– Books - Poems
– Magazines - Newspapers
• Illustration is a different kind of environment
for artists
– Tight deadlines
– The work is usually thrown away
• Illustrators usually find ways to work quickly but still
create striking images

19.
Norman Rockwell
did about 6 covers a year for
The Saturday evening Post for over 40 yrs.
He did 322
covers for
TSEP

31.
Modeling
• The most direct sculpture method
• Most common material is clay
• The pliable material is shaped and
formed with hands and tools
– Pinching, smoothing
– Gouging, scratching, making textures
• More material can be added
• While kept wet, clay can be worked
and reworked indefinitely

35.
Casting
• Very indirect method of forming sculpture
– Sometimes an artist never touches the finished work
• Bronze is the most common association with
casting
– the metal can be superheated until it flows easily to
be poured into a mold
– It hardens to extreme durability

38.
lost-wax casting
• 5000 year history
• Simple and ingenious
• Textbook, pg 254
• http://www.andresteadsculpture.com/casting.php
• Sometimes sculptures are cast in pieces and then
assembled, welded together over an armature
• Usually the mold is reusable & multiples are made
• The sculptures are not solid
• Other materials besides metal can be used for
finished cast artworks: fiberglass, resin,

42.
carving
• More aggressive than modeling, more direct
than casting
• Sculptor begins with a block of material
– Wood, stone, plaster
• Jade is too hard to be carved, can only be shaped
through abrasion
• Basalt – a volcanic stone used by the Olmec
– The grain must be considered when carving

58.
Sculpture
• Low relief – the subject projects very slightly from
the background
– A coin, carved doors, an Egyptian tomb wall
• High relief – the subject projects much more
boldly from the background
– Projects at least half its depth
• sculpture “in the round” – the viewer can walk
completely around the sculpture, the view from
all sides is interesting
– Sometimes there is still a front and back

59.
Pharaoh Akhenaten with his wife Nefertiti and daughters.
Sometimes called sunken relief or intaglio